Sports sponsorships often struggle to create a meaningful connection between brand and game. As a brand celebrated for its artistry and craftsmanship, yet often overlooked alongside its European luxury rivals, Lexus used its sponsorship of the ASB Classic to demonstrate the qualities that set it apart.

We reimagined the traditional tennis replay as a branded entertainment platform, transforming the tournament's most memorable moments into uniquely Lexus experiences. The result was a distinctive content ecosystem that turned match highlights into premium brand storytelling across broadcast, social, and live event channels.